COVID-19 상황에서 관광욕구가 자기감시성과 전환의도에 미치는 영향: ERG 이론의 적용

초록

After COVID-19, tourists were conscious of the public eye(other people’s think) on their tourism activities due to the social atmosphere and changed the activities in the end. It is necessary to conduct research that can predict the behavior of tourists in the future tourism crisis in the academic community of tourism. This study analyzed the impact of tourism needs on self-monitoring and switching intentions, and discusses the mediating effect of self-monitoring between tourism needs and switching intention. A survey was conducted on tourists who were aware of other people’s negative views on tourism activities from the 10th to the 20th of May 2021. A valid sample of 291 questionnaires was obtained. The results showed that among tourism needs, ‘relatedness needs’ and ‘growth needs’ had a significant effect on ‘self-monitoring’. Whereas ‘existence need’ had no significant effect. ‘Self-monitoring’ had a significant effect on ‘switching intentions’, and it was found to have a mediating effect between ‘tourism needs’ and ‘switching intentions’. This means that individual psychological mechanisms have a significant effect on behavior due to policy or environmental factors. We thought that products and online marketing should be developed on relationships-oriented tourism activities in the New normal era. This study is meaningful in providing empirical evidence for understanding the psychology and behavior of tourists in the context of COVID-19.

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